The award-winning skincare brand moved off fragmented channel tools and onto a unified commerce platform, deploying across 4+ channels and cutting CPA by 20% in six months.

About U Beauty

U Beauty is an award-winning skincare brand built on the philosophy that precision science can simplify your routine. With a loyal customer base and growing DTC channel, U Beauty came to FERMÀT looking for a better way to own and control the commerce experiences behind their ads

The Challenge

U Beauty faced real limitations with Meta Shops: almost no control over layout, messaging, or how products were presented to customers. "There's really no customization, you're limited to what Meta will allow," said AJ Patel, SVP of Global Growth at U Beauty.

The brand needed a platform where they could build experiences that actually reflected how they wanted to sell, and keep improving them over time.

"There's really no customization, you're limited to what Meta will allow," said AJ Patel, SVP of Global Growth at U Beauty.

What They Built on FERMÀT

U Beauty chose FERMÀT as the platform to build and own their shopping experiences, across every channel, from paid social to influencer to email. Rather than treating each channel as a one-off build, U Beauty used FERMÀT to architect a unified commerce layer: customizable product funnels, a consistent brand design system, and experiment infrastructure to keep improving every experience over time.

• Data-Driven OptimizationThe team treated every shopping experience as a living asset. Ongoing experimentation across layout, messaging, and product presentation meant each experience got sharper over time.

• Educational ContentU Beauty used the flexibility of the FERMÀT platform to build shopping experiences that educated customers on their products, building confidence alongside intent to buy

• Mobile-First Across Every ChannelThe platform gave U Beauty the infrastructure to deploy consistently optimized experiences whether traffic came from paid social, email, or influencer.

Results

After six months building on the FERMÀT platform, U Beauty delivered:

• 20% decrease in CPA across channels
• 200% increase in CVR on FERMÀT shopping experiences
• 4+ channels launched from a single platform

"With FERMAT, it's really an iterative process...You're able to optimize, and ultimately come to a place where you're seeing really great conversion rate." — AJ Patel, SVP of Global Growth

The U Beauty Team plans to continue leveraging FERMÀT as a vehicle for further experimentation and iteration, consistently unlocking new performance gains for their paid social channels.